A new and exciting type of mug to collect!
This is the 3D Motion Mug, a mug with graphics that really move 'like the game'. In this case, it's Sonic 1. The white ceramic mug appears to be covered in (what is likely to be) a lenticular graphic, which changes depending on how it's held/the angle it is seen from. The mug appears to have 2 scenes from Green Hill Zone Sonic running near sun flowers & Sonic losing his rings when a Crabmeat enemy is near. The 'hand holding' photo shows two 'frames' of how the mug works, while the box back shows the whole graphic as a flat piece. The mug box says it's "The collectors edition" of the mug (as opposed to...?) and it's slogan is "Bringing the Game to Life". The orange splash text says "Real Game Level Animation", which, from all scenes of the cup appears to be true. This thing is likely the opposite of dishwasher safe.
For mug collectors, this one should really have some appeal! 1st of it's kind, gimmick is actually pretty cool, collectors don't generally use the mug anyway so ease of cleaning isn't an issue. This is a Summer 2015 item, but which stores have it?